Gen Z on Social Media

Generation Z, also known as Gen Z or the iGeneration, has taken social media by storm by creating, consuming, and buying into various content. This generation falls between the ages of 9 and 24, causing the latter half to reach for newer platforms on the market. Currently, within the US, Snapchat and TikTok are the most popular social media platforms amongst Gen Z having generated 47 million users on Snapchat and 45 million on TikTok. While this number seems relatively high, on average, this generation of people receive their first mobile device at age 10.3 exposing them to a world full of selfies and filters. 

Snapchat:

Snapchat is currently the most used platform for Gen Z on social media. It is found that 90% of Americans between the ages of 13-24 have a Snapchat account. This makes Gen Z the highest volume of users on the app. It is primarily used as a form of communication where chatting can take the form of pictures, messages, videos, and more. However, there are many more features constituting it to be an everything-in-one kind of app. While most chat with friends and interact with people in the surrounding area, it is possible to subscribe to stories of various celebrities and influencers, giving a sneak peek into their daily lives. Snapchat is extremely personable, allowing everyone to custom create their own bitmoji, name and produce private stories, share their location, etc. Another unique feature the app offers is making “snaps” last only up to 10 seconds. After that, the picture disappears forever, unless a screenshot is taken by the receiving party. These distinctive qualities are what make Snapchat so appealing to Gen Z rather than plainly texting on iMessage or WhatsApp.

TikTok:

TikTok is growing at a record-breaking pace, accumulating more and more Gen Z users on social media than ever seen before. It is currently the second most used platform in the US by this generation. While Snapchat is seen as a way to communicate amongst friends, TikTok is a platform focused on generating ideas and videos for a mass group of people. Due to the algorithm created for people’s individual “For You Page”, millions of users watch and consume different content, unique to their personal preferences whether it be fashion tips, What-I-Eat-In-A-Day videos, or new gaming product reviews. The possibilities are endless and videos are unrepeated, allowing people to scroll aimlessly for hours on end. This has become a daily habit for Gen Z, racking up screen time and spending days laying in bed on TikTok.

Influencer marketing:

The newest and most important type of social media marketing to reach Gen Z is influencer marketing. 33% of Gen Z is coaxed into buying a product after viewing it on social media platforms. TikTok is the primary social media platform where people watch and interact with influencers, allowing products to be easily seen by users’ favorite creators. They follow and engage with influencers ranging from beauty to cooking to fashion content and much more. Due to TikTok being tailored to the specific user, it is necessary to understand which influencers to choose when promoting a product. A new game console will not market well to a beauty influencer’s audience. 

The most viable way of reaching Gen Z is through transparency in reviews. Gen Z values authenticity and whether an influencer is genuine about liking a product. There are many cases where influences are not transparent about getting paid or incorrectly showing a product, sparking controversy. Another way influencers market to Gen Z is through contests and giveaways. They offer excitement and interaction with new products. 

Screen Time:

Screen time has been rapidly increasing amongst Gen Z due to social media. Currently, Gen Z averages 9 hours of screen time a day. That is nearly half or more of the waking hours spent in a day on a device. Many parents believe their Generation Z children are addicted to their phones and social media. For many, social media is the first and last part of their day, primarily TikTok. Gen Z spends 24-48 hours on TikTok per month. Whether it be due to boredom or reliance, TikTok is constantly on in the background playing and revolving around one’s thoughts. 

Gen Z values connection through social media. Due to the Covid-19 Pandemic, this generation has grown an attachment to various social media platforms, and it has been one of the most valuable ways of connecting with one another. The future for Gen Z on social media will continue to be using diverse platforms for communicating ideas whether it be Snapchat, TikTok, Instagram, or new and upcoming apps like BeReal. It is the basis of the way Gen Z functions in society and there is no time to tell if that will ever change.